INTEGRATED COMMS STRATEGY FOR THE NEW GLOBAL EVENTS DESTINATION
CHALLENGE
Capitalise on its opening of this ground-breaking venue, to build ICC Sydney’s world leading positioning, attracting critical event bookings in its first year of operations.
SOLUTION
A channel-agnostic, phased program to reconfigure ICC Sydney’s communications ecosystem, including building thought leadership and driving story platforms across innovation, legacy, CSR, culture and connection, through into day-to-day operations.
We created pillar communications moments to drive impact, and underpinned these with a regular CEO profiling, partner showcases, events, awards and drumbeat of news and content to build our case.
RESULTS
Smashed KPIs – 9,500+ positive media hits, 5.3B potential global reach
United complex stakeholder network behind an integrated programme – 150+ stakeholders activated across government, industry associations,
destination and business events partners, academia and education, hotels, transport, city attractions
9% engagement rate on key Facebook content (industry average – 1%)
1.52% engagement rate on LinkedIn content (industry average – 0.054%), ~30% follower growth
40,000+ Sydney Views readers, catalogued by NSW Library
All contributing to 1200+ event bookings
Australia’s Best Conference Venue – 2017 & 2018 Qantas Business Travel Awards
